What is the difference between a good logo and a bad one?

How to effectively stand out from competitors and be remembered by the client without using a brand name? Of course, a logo will help with this.

Logo is a visual graphic image of a brand, its symbols, an element of corporate identity that allows you to distinguish your company. A logo can be called one of the most important aspects of branding, so its creation must be taken seriously.

Logos come in different types: text, graphic, abstract, emblem logos, personalized, etc. There is no clear system by which all logos could be structured, because... their creation is a creative process that does not follow certain rules. However, with one look at the logo, we can understand whether we like it or not. Read our article about how to make a logo so that it is liked and remembered.

Exclusivity.

Your logo must have its own flavor and be different from others if you do not want to blend in with the crowd and stand in line with a thousand other companies with the same logo.

Bad. The Romashka company with a logo in the form of, who would have thought? :), chamomile has a right to exist only if you do not pretend to be famous, large-scale and unique.

Okay. If your dreams are to reach a high level, to transform your business from a small company into a large holding, then the logo should be appropriate. Play with the company name: let the logo be, for example, an image of the first letters of the name intertwined in a fancy font.

Information content.

With a quick glance at your logo, it should be immediately clear to a client what your company does.

Bad. The medical center logo is in the shape of a raccoon, how do you like that? Even if a raccoon brings good luck to its owner and is generally a pretty cute animal, it has nothing to do with medicine.

Okay. Your logo should reflect the direction of your business so that one glance at it makes it clear what your company does. If you provide car servicing services, show this in your logo using a schematic image of a car or car part.

Lightness.

The logo should be easy to remember and easily repeatable. It should be even clearer than your brand name.

Bad. Drawings, names, symbols, an abundance of colors, and all at once - this is bad, very bad. Don't overdo it.

Okay. Logo in the form of a sign or symbol, made in 2-3 colors. Imagine your logo on sneakers, a branded box or the hood of a car. Fits? Then this is a good logo. The principle is universal and works with any type of activity.

Correctness.

This refers to the logo’s compliance with accepted standards and norms of graphic design. Color compatibility, symmetry, the rule of the golden ratio - it will be great if this is taken into account when creating a logo.

Bad. Gray letters on a white background, slid to the left to the very edge. Neon colors, sparkles, monograms in the wedding salon logo. Or an animal shelter. In general, you understand.

Okay. Natural, natural shades, symmetry. For a jewelry salon - gold and silver in combination with white or black, monochrome. For the medical center - green and blue on a white background, the colors of calm and purity. For a private kindergarten - rainbows and cartoon characters, which exude naivety and positivity.

Scale.

When creating a logo, you must understand that you will have to use it in a variety of places - business cards, signs, billboards, website, booklets, etc. Badly. An overloaded logo that, when compressed, will turn into a blot. Or too simple, invisible on a billboard or street sign. Fine. The golden mean is a not overloaded, interesting logo that will look appropriate on a website, a large billboard or a corporate notepad.

Symbolism.

The logo must carry a certain meaning. The pinnacle of excellence is a logo that reflects the values ​​or mission of the company. Badly. A logo with no hidden meaning or specific purpose. Just a stick or several sticks connected by another stick. Boring, monotonous, uninteresting. Fine. A logo in the form of a symbol that echoes the company’s mission. Are you a beauty salon that promises to turn every Cinderella into a Queen? Reflect this in the logo - a crown, a Fairy Godmother, a glass slipper - whatever your imagination allows.

Perspective.

A bad soldier is one who does not dream of becoming a general. By creating a small enterprise of yourself and an accountant, you would in any case want to become a large company with billions in turnover. Make the logo good right away, which is called “for growth.”

Bad. A logo drawn in paint “on the knee”, with the thought: “Then I’ll make a normal one when I become successful.” Or even downloaded from the first link on the Internet.

Okay. A thoughtful, “expensive” logo that will itself advertise your company. Spare no effort in creating a logo; these efforts will pay off in the future.

If you think that creating a logo is too complicated and troublesome, then you don’t think so. It is important to take into account all the details: make the logo exclusive, suitable and visually correct. Moreover, designers do not recommend changing the logo often, or changing it at all - clients get used to your logo, identifying the brand by it. When changing your logo, there is a risk of losing part of your audience, who will perceive your company as a new player in the market, and therefore will not trust you enough. A competent, correct, aesthetic logo is your investment in the development of the company, so you should not skimp on it. You can order a logo with us, and we will make it something you could never even dream of :)